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Autore: |
Flannery Teresa M. <1961->
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Titolo: |
How to market a university : building value in a competitive environment / / Teresa M. Flannery
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Pubblicazione: | Baltimore : , : Johns Hopkins University Press, , [2021] |
©2021 | |
Descrizione fisica: | 1 online resource (1 online resource.) |
Disciplina: | 378.0688 |
Soggetto topico: | Education, Higher - Marketing |
Universities and colleges - Administration | |
Nota di contenuto: | 8. Marketing Investment and Return on Investment -- 9. The Future of Higher Education Marketing -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y |
Intro -- Contents -- Preface -- Acknowledgments -- Introduction. Why Marketing? -- 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? -- 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure -- 3. The Foundation: Market Research to Assess the Current Brand and Set Goals -- 4. What's the Big Idea? Developing Brand Strategy and Expression -- 5. Integration of the Brand across the Institution -- 6. Digital U: Marketing Higher Education in a Digital World -- 7. Measuring Results and Progress | |
Sommario/riassunto: | "This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"-- |
Titolo autorizzato: | How to market a university ![]() |
ISBN: | 1-4214-4035-0 |
Formato: | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910812289503321 |
Lo trovi qui: | Univ. Federico II |
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